Brand Trust among Texas Retail Electric Providers Varies Greatly

Ambit Energy, Bounce Energy, Champions Energy Services and StarTex
Power Are Most Trusted Brands

CAMBRIDGE, Mass.–(BUSINESS WIRE)–Cogent Reports™ announced today that Texas Retail Electric Providers
(REPs) have a Brand Trust level of 748 (on a 1000 point scale), a good
initial score for these retailers. The top four providers have an even
higher combined average Brand Trust score of 752. The top four
providers, Ambit Energy, Bounce Energy, Champions Energy Services and
StarTex Power, are also named Texas Retail Electric Provider Most
Trusted Brands, according to the survey.

But not all REPs in the state have high trust levels among their
customers. The survey shows a very large 200-point spread between the
highest- and lowest-scoring providers.

“We know that brand trust is the basis for market share growth as
customers are not likely to do business with retailers they do not
trust,” said Chris Oberle, senior vice president at Market Strategies
International. “Customers also tend to be loyal to companies they trust
and are also more likely to recommend those companies to others. And
customer loyalty increases financial returns for these electric

This is the first time retailers have been benchmarked on brand trust in
the Texas market, the largest deregulated electric market in the
country. Another finding shows that REPs that have been able to position
themselves as trusted providers also have higher customer engagement
ratings. This means that REPs will be more effective at offering other
value-added products and services to their customers.

“It is clear that after over a decade of deregulation and electric
choice in Texas, retail electric providers have built brand images in
the market. And some of these brands are more trusted by consumers than
others are,” Oberle added. “Consumers should only select an REP with
high brand trust, as that provider will be more financially viable and
they can count on it to be good to its word on the promises it makes.”

About the Report

Market Strategies interviewed a sample of 878 Texas electric consumers
aged 18+ in November 2015. Respondents were recruited from the Research
Now opt-in online panel of US adults and were interviewed online. The
data were weighted by age, gender and race to match the demographics of
the Texas population. Due to its opt-in nature, this online panel (like
most others) does not yield a random probability sample of the target
population. As such, it is not possible to compute a margin of error or
to statistically quantify the accuracy of projections. Market Strategies
will supply the exact wording of any survey question upon request.

About Market Strategies International

Strategies International
is a market research consultancy with deep
expertise in consumer/retail, energy, financial services, healthcare,
technology and telecommunications. The firm is ISO 20252 certified,
reflecting its commitment to providing intelligent research, designed to
the highest levels of accuracy, with meaningful results that help
companies make confident business decisions.

Market Strategies conducts qualitative and quantitative research in 75
countries, and its specialties include brand, communications, CX,
product development, segmentation and syndicated. Its syndicated
products, known as Cogent Reports, help clients understand the market
environment, explore industry trends and monitor their brand and
products within the competitive landscape. Founded in 1989, Market
Strategies is one of the largest market research firms in the world,
with offices in the US, Canada and China. Read Market Strategies’ blog
at FreshMR,
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Market Strategies International
Anne Fallon, 617.715.7611